Introduction
At Facebook, everything we do is about making the world more open and connected. This has a profound impact on the way people communicate and interact. We are continually developing authentic ways for people to connect with one another as well as with the businesses, brands and institutions they care about, both on Facebook and across the web. Facebook allows marketers to stay connected with people throughout their day whether they are on their computers or mobile devices, at home or at work, watching TV or shopping with friends. This allows businesses to create rich social experiences, build lasting relationships and amplify the most powerful type of marketing – word of mouth. Connecting with people is just the beginning. In the pages that follow, you will find best practices for reaching your businesses objectives on Facebook.

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Best Practice Guide

The Facebook ecosystem
1 3 Amplify Build The first step is building your presence with a Facebook Every time someone interacts with your business, that action Page. Pages allow you to create an identity for your business in gets published into the News Feed, creating word of mouth. the social graph - the map of the connections among These organic stories are extremely effective at getting people and the things they care about. If you others to engage and take action, and can be IN have physical store locations, link your Page shared with a much larger number of potential SI G BUILD 1 with a Place. and current customers by using Facebook Ads and Sponsored You can use Social Plugins, the Stories. Facebook Ads include the names Graph API and Apps on Facebook of friends who have already connected to to create social experiences involving your business. Sponsored Stories enable your products and online properties you to increase the distribution of News that are engaging and personalized. Feed stories about your business.
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Together, these tools give you the effectiveness of earned media, at the scale and predictability of paid media. Every campaign you run has a lasting impact via the relationships you build along the way. This is the new word of mouth and research has shown it’s twice as effective at driving results.

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FY Engage Creating these Facebook touch points allows you to start building your fan base and engaging with your customers. Facebook Like Ads are the quickest way to acquire fans. Publishing and engaging in conversations with your fans will allow you to deepen relationships and gain valuable insights.
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Best Practice Guide

Five guiding principles
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Build a strategy that is social by design
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• Social should be baked into everything you do, not added at the end of a campaign or done on the side

• Facebook should be integrated with your broader marketing efforts and part of how you reach your business objectives

Create an authentic brand voice

• People on Facebook are clear and open about who they are - be the same by providing straightforward information about your business

• Facebook is an ideal place to bring your brand personality to life through an authentic and consistent voice

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Make it interactive
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• People spend time on Facebook communicating and sharing with others, so always engage in two-way conversations

• Think about the aspects of your brand that are inherently social and create content that people will be excited to pass along

Nurture your relationships
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• Just like in the real world, building relationships with people on Facebook takes time and requires a long-term investment

• Keep content fresh and easy to consume, use ads to stay in touch, and reward people for their loyalty through Deals and promotions

Keep learning

• Facebook allows you to get feedback from people in real time, giving you the ability to iterate on the fly

• Use reporting tools to learn about your fans and the content and products they find most interesting

Facebook allows you to learn about your target audience and to understand their interests and friends. For this reason, Facebook can be used to generate new product ideas and innovations. Our platform tools allow you to build entirely new social product experiences like an online store that displays only your friends’ favorite products, or a car in which you can access your News Feed. You Deals Sponsored Stories Pages Social Plugins Graph API Apps on Facebook Facebook Ads Places Events can also enlist your Facebook community to help crowd-source your next product idea.
Introductory tools Advanced tools

product development & innovation

By combining OnStar’s virtual advisor in-car telematics service with Facebook’s Graph’s API at the end of 2010, General Motors was the first car manufacturer to offer drivers the opportunity to post and listen to audio status updates from the car through a simple push of a button. Chevrolet promoted the innovative service in its “Best First Date” 2011 Super Bowl television commercial. OnStar is rolling out the product by inviting customers to sign up for the public beta test of the service on its Facebook Page.

Pages

Facebook Ads

Sponsored Stories

Questions

Events

Graph API

Apps on Facebook

Social Plugins

drive preference and differentiation

5 steps to foster product development and innovation

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Run a creative Facebook Ads Pages campaign to solicit input for your increase trafﬁc and sales new product
a. Run a contest or event to gather input on Facebook by building an application to gather submissions Stories Sponsored Facebook Ads
build loyalty and deepen relationships

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Be present and active on your Facebook Page throughout the product development cycle
RBS Insurance enlisted its Facebook community to determine the features that should be included in a new iPhone app for its Direct Line insurance product. It drove people to a custom application on its Facebook Page, where it could present new concepts to existing and new customers. The result was over 600 unique comments on app features and product names.

Drive awareness of and Identify and refine your Build a social product Questions Social Plugins Apps on Facebook Graph API participation in the target audience with experience by using campaign by promoting Campaign Reporting the Graph API and it across your marketing and Page Insights Social Plugins channels a. Optimize your Facebook a. Enable people to like
a. Run a Facebook Ads campaign that includes Sponsored Stories for Places Pages App Used b. Promote the campaign in your other marketing channels such as TV, email, print or on your website
Facebook Ads Questions

b. Have the community vote and provide incentives for participation

a. Use publishing and campaigns by testing individual products and Facebook Questions to which audiences are more content across the web get feedback, iterate and responsive to different Graph API with the Graph API generate future product Deals Premium Apps on Facebook Events Sampling Ads creative and marketing ideas b. Use Social Plugins b. Use this information to like the Activity Feed, direct future marketing Recommendations, efforts Comments and Live Stream to make experiences off of Facebook social
Social Plugins Apps on Facebook

Pages

Sponsored Stories

amplify recommendation and word of mouth

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Best Practice Guide > Facebook by Objective

Generate awareness
Once you have created a Facebook Page that allows your unique brand to shine, it is time to generate awareness of your Page, latest product, or current marketing effort. To do this, you can leverage Facebook’s tremendous reach and targeting capabilities with Facebook Ads and Sponsored Stories. These products offer the benefits of earned at the scale and predictability of paid. That’s because they are shown with stories about friends who have already engaged with your business on Facebook. This is the new word of mouth and it’s twice as effective at driving awareness.
generate awareness

Introductory tools

Advanced tools

To build brand awareness of its relatively new Green Works cleaning products line, Clorox ran a Facebook Ads campaign to grow its fan base and drive traffic to its website. The ads offered coupons and allowed people to vote on “Green Heroes” in their community. The effort resulted in about 30,000 fans on the Green Works Page and a 12 percent increase in awareness of the Green Works brand, according to a Nielsen study.

Sponsored Stories

Facebook Ads

Pages

Places

Events

Social Plugins

Graph API

Apps on Facebook

Deals

product development & innovation

5 steps to generate awareness

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Create a Facebook Facebook Ads Pages Ads campaign that encourages people to drive preference and differentiation take an action that will be seen by their friends
a. Keep ad destinations on Facebook
Facebook Pages b. Encourage liking to buildAds connections and make increase trafﬁc and sales future campaigns more effective

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In the Spring of 2010, Mars Chocolate North America launched M&M’S Pretzel. Mars used Facebook to seed awareness and demand for the new product by developing a custom Facebook application called the M&M’s Pretzel Vending Machine. The application enabled 40,000 of the brands fans to get a free sample delivered to them and allowed them to invite two friends to also receive a free sample. As a result, Mars distributed 120,000 samples to its customers within 48 hours.

Integrate Social Plugins Post interesting content Sponsored Stories Questions Events Graph API and the Graph API, such with clear calls to as the Like Button, action that encourage into your website and interaction and sharing mobile experiences a. Applications on Facebook

can be used to build viral a. This allows the actions awareness campaigns people take off of Facebook a. Sponsored Stories for App to show up in the News Feed b. Promoteon Facebook or Questions Social Plugins Apps launches Graph API Used allow you to amplify and be amplified through every time someone promotions with Deals or Sponsored Stories interacts with your app Events on Facebook

Run Sponsored Stories Use Facebook’s unique Apps on Facebook Social Plugins to promote people’s reach and targeting actions from the capabilities to optimize News Feed to the right and iterate on your column of their friends’ campaigns screen a. Try different targeting
techniques: Likes and Interests, Friends of Connections and standard demographic b. To maximize message recall, test different creative for each target group
Deals

Drive preference and differentiation
In an effort to reinvigorate its brand among the 18- to 34-yearold audience, Shane Company launched a Facebook campaign to re-engage with them and become more relevant. It used Premium Poll Ads to invite people to nominate their favorite diamond shapes and vote for their favorite marriage proposal scenario. Shane also invited fans to tell their own stories on its Page. This stimulated discussion and interaction between the audience and the brand in a fun way that reinforced the brand as “your friend in the diamond business.” Over 20,000 people responded to the polling Ads, reinvigorating the brand.

Facebook is a great place to build preference and differentiation for your brand over competitors. Deals SponsoredFacebook, people discover your brand through trustedSocial Plugins Pages Graph their friends. Then drive Apps on Facebook Facebook Ads Places Events On Stories referrals from API preference by interacting with and rewarding your fans. Think of your Facebook Page as a key touch product development & innovation point that you can leverage to bring your brand to life for your customers in real time.

Pages

Facebook Ads

Sponsored Stories

Questions

Events

Graph API

Apps on Facebook

Social Plugins

drive preference and differentiation

Introductory tools

Advanced tools

Pages

Facebook Ads

Questions

Social Plugins

Apps on Facebook

Graph API

increase trafﬁc and sales

5 steps to drive preference and differentiation

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Understand what Sponsored Stories Facebook Ads people currently think of your business and build loyalty and deepen relationships why they think it is unique and relevant
a. Listen to what people are saying about your business on your Page and use Sponsored Stories Pages Questions to survey them
amplify recommendation and word of mouth

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Define the gap between Places your Pages current perception and your brand’s desired perception or point of differentiation

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When adidas Originals launched its global, crossmedia campaign in early 2010, the leading apparel and footwear brand decided to use its Facebook Page as a home base from which it could display and distribute all of its exciting new audiovisual content and product information. By creating highly relevant content, the company built a community of advocates who supported the brand and has seen a steady increase in Originals store traffic.

Facebook Ads

Questions

b. Use Page Insights to understand what they are interested in

Sponsored Stories

Facebook Ads

Pages

Events

a. Create a campaign that supports your desired a. Use the Graph API to enable a. Monitor your Wall and perception across your people to shop based on use Page Insights to see Social Plugins Apps on Facebook typical channels (TV, print, what their friends like what’s working radio, Facebook, etc.) b. Use Social Plugins to create b. Run a Nielsen Brand Effects b. Create Facebook Ads and a social experience for study (where available) Sponsored Stories with people engaging with to ask questions or run Friends of Connections your brand polls to understand how targeting to show people perceptions changed c. Use Apps on Facebook to how their friends have post-campaign bring your brand to life on Apps on Facebook Deals Graph API already interacted with Social Plugins your Page c. Use your own brand your brand tracking measurement tools

Think about how to Check in with Deals Apps integrate Premium Facebook into on Facebook customers to your Sampling Ads your products, website understand what or mobile apps to make is resonating and them more personal whether you have and unique been successful

Increase traffic and sales
In the summer of 2010, Levi Strauss & Co. began a crossmedia campaign to launch its Fall 2010 Workwear Collection. As part of the campaign, a 40 percent-off offer on Facebook for one Work Wear item drove a two-fold increase in traffic to levi’s.com within 15 minutes of being posted on the Facebook Page. For an in-store discount offer, Levi’s clocked about 400 interactions with an Event Ad, but it got 1,600 people showing up in its stores with RSVPs, showing there was a four-times viral multiplier of what the brand was able to do with its ad spend.

Facebook turns purchasing into a social decision by enabling people to show what they like and have purchased, both online and in the physical world. On Facebook, you Apps on Facebook can create viral promotional Sponsored Stories Questions Facebook Ads Pages Events Graph API Social Plugins events, publicize offers or run Deals. Every time someone RSVPs, clicks, or checks-in, that action drive preference and differentiation gets shared with all of their friends. This combination of word of mouth and your ability to deepen engagement with your customers at the point of purchase (either on your website or in store) is incredibly powerful at driving traffic and sales.
Pages Facebook Ads Questions Social Plugins Apps on Facebook Graph API
increase trafﬁc and sales

Introductory tools

Advanced tools

Facebook Ads

Sponsored Stories

Pages

Places

Events

Graph API

Premium Sampling Ads

Apps on Facebook

Deals

build loyalty and deepen relationships

5 steps to increase traffic and sales

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Decide on a sales goal Sponsored Pages and the promotionalStories activities that will help amplifyyou get there recommendation and word of mouth

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Drive people to point of purchase off-line
a. Make sure your Page is connected to a geographic Place
Alamo Drafthouse Cinema created a Deal that incentivized its customers to check in on their mobile device, while at the cinema, to receive a free pint glass and the chance to see a free movie screening. Every time someone checked in, that story got published to all of his or her friends, creating a powerful word-of-mouth effect. The offer successfully drove people into the cinema, with over 5,100 people checking in. Through this Deal, the company distributed nearly 10,000 pint glasses and saw a much higher level of engagement on its Page.

Run a creative Create a social Drive people to point Facebook Ads Social Plugins Apps campaign to share Questions that experience at the pointon Facebook purchase online of promotion through of purchase a. Use Facebook Ads with Facebook Ads and Page offers that take people to a. Use the Graph API to allow publishing the point of purchase – be people to like specific
a. Consider using an application or exclusive tab to create a promotion that Pages Events requires people to like your Page or share the content b. Use Sponsored Stories to ensure the friends of someone who interacts with your campaign, see that action products transparent that clicking the ad will take you off Facebook

Sponsored Stories

Facebook Ads

gain insights

Pages

Questions

Campaign Reporting

Page Insights

b. Use Deals and Premium Event Ads to drive people b. Integrate post purchase in store sharing so that once a user Social Plugins Graph API Apps on Facebook Deals b. Every time someone has checked out, they have c. Run Sponsored Stories for likes a product on your the option to publish to Place Check-ins to amplify website, boost the story their Wall word of mouth with Sponsored Stories for c. Create Deals to drive people Domains in store and have them check in so the action gets published back to their Apps Brand Effects and API data can friends on Facebook be integrated Chatter Studies
(not widely available) with internal measurement systems

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Best Practice Guide > Facebook by Objective

drive preference and differentiation

Build loyalty and deepen relationships
Sephora uses the publishing feature on its Facebook Page extensively to foster conversations with its clients. The company has created an Offers tab on its Page where fans get information on special deals. Sephora uses the Graph API on its site to allow customers to like and recommend individual products to their friends. Sephora has created a highly engaged community that discusses and shares products on its own.

Pages

Facebook Ads

Sponsored Stories

Questions

Events

Graph API

Apps on Facebook

Social Plugins

Facebook is fundamentally about relationships. The people who like your Page are saying that they want a relationship with you. ThisSocial Plugins connection allows you Graph API to build and deepen relationships with your Questions Facebook Ads Apps on Facebook Pages most loyal customers and allows them to spread the word about your brand to their friends. Because increase trafﬁc and sales of the information people share about themselves on Facebook, you can create highly custom and personalized experiences to drive engagement and loyalty over time.
Facebook Ads Sponsored Stories Pages Places Events Graph API Premium Sampling Ads Apps on Facebook Deals

build loyalty and deepen relationships Introductory tools

Advanced tools

Pages

Sponsored Stories

Facebook Ads

Questions

Social Plugins

Apps on Facebook

amplify recommendation and word of mouth

5 steps to build loyalty and deepen relationships

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Remind people that you are on Facebook and Ads Sponsored Stories Facebook there to communicate with them gain insights
a. Promote your Facebook Page in offline marketing collateral b. Integrate Facebook into Questions Pages your website with Graph API to make sure your customers are part of your Facebook community c. Use Facebook Ads and Sponsored Stories to stay top of mind

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Develop an authentic personality and voice Pages Events

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Since research showed that many of its customers were already on Facebook, Sub-Zero and Wolf Appliance, decided to establish a brand presence with a Facebook Page. There, people can read content on kitchen designs, recipes and related topics. The company has created an ecosystem of customers and prospects, kitchen designers and Sub-Zero and Wolf dealers who are all participating in discussions and sharing content on its Page.

Ask questions, listen Use the Graph API and Let your fans know and be responsive, Social PluginsSocial Plugins to createApps on Facebook are special and they Graph API Deals take part in a two-way more personalized reward them for their a. Create a publishing calendar conversation and relevant online relationship b. Post stories that people care experiences to build a. Use Facebook Questions to a. Thank them for their about, ask questions and loyalty drive engagement and learn engagement
encourage participation c. Publish in the early morning or late evening
Campaign Reporting Page Insights

b. Appoint someone on your team to monitor your Page daily Apps on Facebook with Brand Effects and and interact Chatter Studies people in an authentic(not widely available) way

API data can be integrated with internal measurement systems

b. Run Deals and special promotions to your Facebook community c. Provide them with exclusive information, updates, and events

Sampling Everything you do on Facebook is viral because all actions are published Ads into the News Feed and are build loyalty and deepen relationships lasting. People expect to discover things on Facebook through their friends. Rather than thinking of driving recommendation as an independent objective, sharing should be built into all of your Facebook activities and campaigns. Here are some of the Facebook tools that help amplify word of mouth andSponsored Stories recommendation. Facebook Ads Pages Questions Social Plugins Apps on Facebook

Graph API

Premium

Apps on Facebook

Deals

amplifyIntroductoryand word of mouth recommendation tools

Advanced tools

Silly Bandz wanted to attain 1 million fans and to allow its customers to interact with its products. In order to do this, it used a combination of Facebook Ads and integrated the Graph API into its website with product Like Buttons. Every time someone clicked on one of the ads or liked one of its products, a story was published back to all of his or her friends, creating a powerful viral effect. As a result, Silly Bandz was able to surpass its 1 million fan goal and learned a lot about the products its consumers are most excited about.

Sponsored Stories

Facebook Ads

Pages

Events

Deals

Social Plugins

Graph API

Apps on Facebook

gain insights

5 steps to amplify recommendation and word of mouth

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Encourage people to like your Page
Pages Questions

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Create great content that encourages sharing Campaign Reporting Page Insights and keep it fresh
a. Post video content to stimulate sharing b. Use a publishing calendar that includes exciting product announcements and promotions c. Be active in two-way conversations

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Learn and iterate
a. Use Page Insights to determine the content people are most excited about engaging with and sharing b. Use Campaign Reporting to determine what type of creative and targeting gives you the best results
Healthy Choice wanted to grow its Facebook community and get more people to try its frozen foods. It launched an innovative progressive coupon campaign. The value of the discount increased with the number of people who liked Healthy Choice’s Facebook Page and signed up for the coupon, creating a viral multiplier effect. By incentivizing people to share the offer Healthy Choice was able to get almost 60,000 people to connect to its Facebook Page – a 900 percent increase over its original fan base, and was able to distribute 50,000 coupons.

a. This opens the communication channels between you and your customers b. It also creates an association between your brand and that individual

Integrate Social Plugins Use Facebook Ads and and the Graph API Sponsored Stories to Apps on Facebook API data can Brand Effects and be integrated with the Like ButtonChatter Studies create word of mouth (not widely available) with internal measurement systems on all of your online at scale properties and at any a. These products allow you to point of purchase show your brand’s message
a. This creates more opportunities for actions that will be published into the News Feed and content that can be used in Sponsored Stories to your target audience with stories about their friends who have already engaged with your business

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Best Practice Guide > Facebook by Objective

build loyalty and deepen relationships

Gain insights

Facebook Ads

Sponsored Stories

Pages

Places

Events

Graph API

Premium Sampling Ads

Apps on Facebook

Deals

Facebook allows you to learn about your customers both by observing their actions and by engaging with them Sponsored Stories It isFacebook Ads place to learn who your customers are and what they think about directly. a great Pages Questions Social Plugins Apps on Facebook you. Facebook makes it easy to incorporate your customers into your product development cycle amplify recommendation and word of mouth and marketing campaigns and iterate quickly. You can do all of this in real-time, globally. When used actively, these insights can help improve your business by helping you stay aligned with the people you serve.
Sponsored Stories Facebook Ads Pages Events Deals Social Plugins Graph API Apps on Facebook

gain insights

Introductory tools

Advanced tools

1-800-Flowers.com uses the Graph API to integrate the Like Button throughout products on its website. It has used the popularity of items to make merchandising and product development decisions. In addition, the company is frequently asking its Facebook community what it would like to see from the brand and using ad optimization models to determine the best creative, targeting and mix of Facebook Ads and Sponsored Stories for the brand.

Pages

Questions

Campaign Reporting

Page Insights

Apps on Facebook

5 steps to gain insights

Brand Effects and Chatter Studies (not widely available)

API data can be integrated with internal measurement systems

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Use Campaign Reports for your advertising campaigns and Sponsored Stories
a. By testing different targeting options, you can learn more about your audience

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Learn from Page Insights
a. See the demographic breakdown of who is interacting with your Page and what they are interested in

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Learn from the twoway conversations that occur on your Page
a. Watch, listen and respond when you use Facebook Questions, Apps on Facebook or publish

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Use advanced campaign metrics
a. When you run large advertising campaigns, use Nielsen Brand Effects studies (where available) to track the effectiveness of your campaign on brand building objectives
In March 2010, VisitBritain, began a Facebook Ads campaign to raise brand awareness and attract potential visitors to the UK. The campaign drove customers to the Love UK Facebook group on VisitBritain’s Facebook Page, where it posts something related to the UK to discuss every day. It has learned about its customers, as well as generated a groundswell of opinion and debate about the UK. Unlike billboards where you have no idea whether people like them or not, VisitBritain appreciates the fact that without a massive spend, it can write a post and know within 10 minutes whether it is resonating with people or not.